Distillery pays big bucks to advertise

China Kweichow Moutai Distillery Co., maker of the 106-proof liquor that Mao Zedong's Red Army used to disinfect wounds, bid more than $13,500 for each second of air time to advertise on China's state broadcaster. The company that controls the world's second-biggest distiller by market value bid the most among alcoholic beverage makers to advertise on China Central Television. The spending trend illustrates the financial strength of the producer of traditional Chinese baijiu liquor as it competes against rivals including Johnnie Walker.